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It's such a simple idea it took someone dazed by the sun to think of it: a boutique devoted to designer swimwear. The single New York location of this West Coast chain resembles a department store bathing suit section, with white walls, gleaming two-tiered metal racks, and matte gray carpeting, but the service is both inclusive and individualized and the beguilingly patterned suits are all top-drawer. Subtle sets by Calvin Klein and Anne Cole mix with DKNY's smart prints, Moontide's bold, colorful graphics, and whimsical florals by Lisa Curran. A gamut of one-pieces, halter tops, bandeaus, and string bikinis round out the mix-and-match selection, which accommodates figures up to bra size E. In addition to swimsuits, the shop sells sarongs, cover-ups, straw totes and hats, flip-flops, and chic retro bathing caps, as well as must-haves like sunscreen and lip balm. — Karen Hudes

The store also carries maternity sizes and has an online shop.

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Best of New York Awards

• Best Bathing Suits (2007)